Planned Amazon smartphone could drive mobile search, content consumption

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by Brafton Editorial
The pending release of a smartphone from Amazon and Android could further drive the need for mobile search strategies for marketers.

A report from Bloomberg suggests that Amazon’s Kindle Fire tablet has led the company to develop a smartphone it believes could rival Apple’s iPhone as the top handset for consumers. Given the Kindle Fire’s reliance on Google’s Android, marketers could see a boost in mobile website traffic with the integration of Google products and services, including search, on the device.

While there are substantial hurdles for companies developing smartphones to pass before making a serious play in the market, Amazon’s success with tablets and e-readers shows it can make mobile work and marketers should take note. The popularity of the Android mobile opportunity system will also provide an advantage for Amazon. Citing data from comScore, Brafton recently reported that Android accounts for more than half of all smartphones in use in the United States.

Moreover, Google’s success with tablets has been driven largely by the Kindle Fire. ComScore also reported that more than half Android-powered tablets are Amazon devices, making them invaluable web access points for prospects.

Ultimately, the move has little impact on marketing campaigns for companies with existing strategies to deal with increased mobile traffic, but it should inspire those who don’t have mobile-friendly content or sites to get started.

With more than 30 million searches coming from handsets in 2012, and this figure set to grow rapidly moving forward, marketers must develop SEO and other strategies to accommodate these users.

AYTM Market Research gauged potential user interest in a smartphone from both Amazon and Android. According to the study, more than half of respondents would consider buying a smartphone from the companies.The Kindle Fire has led to increased tablet traffic from the Android mobile operating system, and consumers have said they’re generally happy with the device. More than 66 percent said they were very satisfied, and 26.9 percent reported they’re somewhat satisfied with their purchases.

It’s no surprise that Google has started urging marketers to make room for mobile. At its recent I/O conference, Google announced the rollout of its Nexus 7 tablet, along with new mobile search capability. With more than 30 million searches coming from handsets in 2012, and this figure set to grow rapidly moving forward, marketers must develop SEO and other strategies to accommodate these users.

There are a number of further issues Amazon will have to address before it push into the smartphone market. However, its success with tablets demonstrates its potential and the value of these devices for marketers looking to target Android and all tablet owners with their campaigns. Moreover, the Android-powered tablet landscape is becoming increasingly attractive for both consumers and B2B buyers. Brafton recently highlighted data from an IDG Connect study that found one-third of companies looking to deploy tablets in their workplace will turn to different devices running Android, putting them in the hands of B2B decision makers.

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